How to speed up the sustainability transformation in a sector, if certification and other instruments do not deliver? With this challenge in mind, the Ministry of Economic Affairs asked me to develop a strategy for the Dutch market for cut flowers. With several hundreds of millions in turnover, the vested interests in this sector are substantial. And although the sector has seen several sustainability initiatives and launched a number of different certification schemes, none of this reaches the consumer. Core question in the project is “under which conditions will increased consumer demand for sustainable flowers help speed up sector transformation?” The project is a cooperation with GKSV as my communications partner.